The products on a retailer’s shelves aren’t necessarily the best ones.They are the ones that were best marketed by their creators.Increase sales and success by learning how to put your craft in front of the right audience.
• Start with the basics.Attractive packaging speaks as loudly as the items you create.Everything from the outer appearance of boxes to the cushioning inside says something about the product.Many companies provide packaging supplies, including material printed with your company name and logo.
• Branding.Make the product line stand out from the crowd.Branding is a marketing concept that creates a distinct image for a product, making it readily recognizable to consumers and retailers.All collateral associated with the product promotes the brand, including letterhead, packaging, brochures, etc.Consider what makes the craft unique, and design all material and marketing efforts around this theme.
• Craft shows.Consistent exposure is an important aspect of capturing the attention of retailers and building a reputation among consumers.Find listings of upcoming shows through internet searches, local organizers, and crafting magazines.Stick with the best shows, while keeping an eye open for new venues each year.
• Trade shows.Retailers frequent trade shows in search of new product lines, making this the place to be to get noticed.Trade shows carry much higher overhead than craft shows, but offer more significant rewards as well.Most important is to approach potential customers as professionally perspective.This is a business, and retailers are looking for suppliers whom they can count on to provide not only a creative, quality product, but dependable service as well.
• Public relations.You don’t have to be a “spin doctor” to promote your product through the media.Compile a list of publications that cater to the crafting community.A phone call or online search can determine the name of the editor who handles product reviews.Send a cover letter, product sample, and company brochure with your request to be considered for review.The cost of postage and inventory is worth the exposure a good, widely read review provides.
Whether just starting out or a long-time crafter, your business will benefit from the attention of retailers.A well-planned marketing strategy will improve the chance of getting your product noticed.